EFFECTIVE STRATEGY PLANNING OF INSTAGRAM INFLUENCER ENDORSEMENTS FOR VEE NATURALS COMPANY
There is shifting in people's lifestyle which is marked by the use of social media in beauty trends. This phenomenon is being addressed by beauty business owners in increasing the company's market share. Seeing the many opportunities that arise, beauty business owners are entrusting the...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/67614 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | There is shifting in people's lifestyle which is marked by the use of social media in beauty
trends. This phenomenon is being addressed by beauty business owners in increasing the
company's market share. Seeing the many opportunities that arise, beauty business owners
are entrusting their products to be promoted by Instagram influencers in order to realize
the company goals. However, many beauty companies are confused in choosing the type
of Instagram influencer to use, and Vee Naturals is one of the beauty companies which
has experience using nano influencers but the results are not satisfactory especially for
increasing Instagram followers. This research aims to develop Instagram influencer
endorsements strategy planning for Vee Naturals Company. This study begins with
external and internal business situation analysis and summarize in SWOT analysis of the
brand then the recommendation strategy formulated to solved the root cause that identified
through fishbone diagram, such as improve the beauty influencer endorsements
preparation (beauty influencers criteria and influencer brief for endorsement). Use
Facebook Creator Studio to develop an Instagram posting schedule. Vee Naturals team
members obtain knowledge regarding accounting and finance. Also receive funding from
business competition and incubators and Vee Naturals brand should hire freelance
employees / interns. In addition, other beauty business owners will benefit based on this
research to improve the performance and results of Instagram influencer endorsements
that will be conducted in the future.
Keywords: Beauty Industry, Effective Strategy Planning, Endorsements, Instagram
Influencers, Marketing.
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